What is the incentive all about?

Programmatic advertising is a rapidly growing way for brands to serve highly targeted adverts at the right time to customers. This exciting new incentive will enable more customers to benefit from using mail in a programmatic way.

Under the incentive customers will be able to post programmatic mailings at the Advertising Mail rate even for mailings which are below the 4000 items per day contractual threshold.

The incentive will run for 12 months and offer two mailing routes:

• Route A: For daily consolidated Programmatic Mail where the volume is below 4000 items, these items can be consolidated with business mail and postage credits* will be awarded to achieve the Advertising Mail rate.
• Route B: For daily consolidated end-brand Programmatic Mail where the volume is equal to or greater than 4000 items, these items can simply be posted using the existing Royal Mail advertising mail product codes to achieve the Advertising Mail rate.

*You will be awarded eligible postage credits  in accordance with the process set out in Clause 4 of our Incentive Framework Terms.. 

When is the incentive running from and until?

The incentive is running until 27 March 2026. 

The closing date for applications is 28 March 2025. 

How does the incentive work?

Under the incentive customers will be able to post programmatic mailings at the Advertising Mail rate even for mailings which are below the 4000 items per day contractual threshold.

The incentive will offer two mailing routes to consolidators wanting to participate:

• Route A: For daily consolidated Programmatic Mail where the volume is below 4000 items, these items can be consolidated with business mail and postage credits will be awarded to achieve the Advertising Mail rate.
• Route B: For daily consolidated end-brand Programmatic Mail where the volume is equal to or greater than 4000 items, these items can simply be posted using the existing Royal Mail advertising mail product codes to achieve the Advertising Mail rate.

Additional the following criteria will need to be met:

• You must be a consolidator to participate
• You must post in trays only
• You must post a minimum of 50,000 items under the incentive
• Items must meet the criteria of Programmatic Mail
• Meet the requirements for Advertising Mail save for some exceptions (see the terms and conditions below)

Postage rates

For customers posting on Route A (see 'How does this incentive work' above) you will be awarded postage credits to achieve the Advertising Mail rate. You can see the postage credit rates here. 

Customers posting on Route B will simply use existing Advertising Mail product codes to achieve the prevailing Advertising Mail rate on incentive postings. 

Terms and conditions

You can view the incentive terms and conditions here. 

If you are an Access Letters Contract holder through which a consolidator is posting mail under this incentive, you will also be required to sign a short side agreement. This is available upon request from your Account Director. 

How to apply

You can apply for the incentive via our online application. 

The closing date for applications is 28 March 2025. 

Sales presenter

We have developed a useful sales presenter to assist you with pitching this incentive to your customers.